What if the smartest growth move is cutting—on purpose?

Turnarounds aren’t financial stories—they’re operational ones.

Growth-at-all-costs is out. The new playbook: prune non-core assets, concentrate resources in high-return states, and speed the path from cultivation to checkout.

This week we sit down with Richie Proud, CEO of iAnthus, to discuss:

Brand strategy: MPX & Cheetah — complementary roles that travel and drive velocity
Arizona sale → core growth — why pruning unlocked focus in FL/NY
Wednesdays in Florida — weekly drops as a repeat-traffic engine

Chapters

00:00 Introduction to IANTHUS and Richie Proud

02:23 Richie's Journey to Cannabis Leadership

05:54 Navigating the Complexities of IANTHUS

09:40 Strategic Decisions: Divesting from Arizona

11:27 Identifying Key Markets for Growth

14:28 Building Relationships in the Cannabis Industry

18:03 Operational Challenges and KPIs

22:13 Understanding Consumer Differences Across States

23:51 The Cheetah Brand Acquisition

26:54 Integrating New Brands and Operations

32:37 Creating a Unique Retail Experience

36:08 Learning from the Fashion Industry

39:55 Balancing Speed and Quality in Product Development

45:22 Leveraging AI for Real-Time Insights

47:22 Lessons Learned in Operations

51:33 Building a Super Friend Network

52:27 Connecting with Consumers and Community

Summary

In this episode, Bryan Fields and Kellan Finney sit down with Richie Proud, CEO of IANTHUS, to discuss his unique journey from the fashion industry to leading a cannabis company. Richie shares insights into the complexities of operating across multiple states, the importance of building relationships in the cannabis industry, and the strategic decisions that have shaped IANTHUS's growth. He emphasizes the need for operational excellence, understanding consumer behavior, and the role of AI in enhancing business decisions. The conversation also touches on the significance of creating a unique retail experience and the lessons learned from past operational challenges.

Guest Links:

https://www.linkedin.com/in/richie-proud/
https://www.ianthus.com/
https://www.linkedin.com/company/ianthus-capital-management/
https://x.com/ianthuscapital

Our Links:

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

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Richie Proud

Episodes with Richie Proud